Google All Conversions ROAS: Full-Funnel Return on Ad Spend

Google All Conversions ROAS measures the revenue return on ad spend including all conversion types tracked by Google, not just purchases.

Formula

Google All Conversions ROAS = Google All Conversions Value ÷ Google Spend

Formula Components

Metric	Definition
Google All Conversions Value	Total value from all conversion types tracked in Google Ads
Google Spend	Total amount billed by Google for advertising

Metadata
Type	Ratio
Data Source	Google Ads
Aggregation	Ratio

Example

Your brand spent $8,000 on Google Ads last month and generated $28,000 in all conversions value:

Metric	Value	Calculation
All Conversions Value	$28,000	Includes purchases, leads, sign-ups
Google Spend	$8,000	Total ad spend
All Conversions ROAS	3.50x	$28,000 ÷ $8,000

For every $1 spent, you generated $3.50 in total conversion value across all tracked conversion types.

How It Works

Google All Conversions ROAS divides the total value of all tracked conversions by your ad spend. Unlike standard ROAS which focuses on purchases, this metric includes the value of all conversion actions—leads, sign-ups, phone calls, and other goals you’ve assigned values to in Google Ads.

When to Use

Scenario	Action
Evaluating full-funnel campaigns	Measure total value generated, not just direct sales
Comparing lead gen vs e-commerce	Use for campaigns with mixed conversion goals
Benchmarking Performance Max	Assess all conversion types in Smart campaigns
Justifying upper-funnel spend	Show value beyond immediate purchases

Metric	Relationship
Google ROAS	Purchase-only ROAS; use for direct sales comparison
Google All Conversions Value	Numerator of this formula

See all Google Efficiency metrics →

Google Cost/Purchase Google Cost/All Conv.

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics